Gimbalās proximity beacons are small transmitters that use Bluetooth Low-Energy technology to send encrypted data to mobile devices. The beacons have become popular marketing and messaging tools for retailers (Apple Stores, Gamestop, American Apparel), sports teams and venues (the Cleveland Browns, the Miami Dolphins, Madison Square Garden, the Staples Center), and events and conferences (the U.S. Open, SXSW, Tribeca Film Festival).
When a shopper or event attendee comes in range, the beacon sends a message to a Gimbal-enabled mobile app on the personās mobile phone. The app platform sends relevant information to the device, based on what the user has opted in for and the userās exact location. The Miami Dolphins use Gimbal to message fans at Sun Life Stadium about where they can find shorter concession lines. The Chicago Transit Authority and advertising firm Titan have tested Gimbal beacon technology at several stations to determine whether advertising furthers engagement with transit riders.
In November, Retailigence, an online-to-online marketing platform, announced a strategic partnership with Gimbal to provide product and shopper data to retailers looking to fine-tune their marketing efforts. Presumably, retail designers could use such data to improve wayfinding in stores and even to create physical ways to influence shoppersā traffic patterns within the store.
Not everyoneās ecstatic over the new technology. After Buzzfeed disclosed that Titan had planted 500 beacons in phone booths to push advertising, New York City officials had them removed.
Read about more innovations from BD+C's 2014 Great Solutions Report.
Related Stories
Architects | Jun 4, 2019
Big design, small budget: These are the best small projects for 2019
Bjarke Ingels Group's prototype mountainside cabin and Fieldwork's forest pedestrian bridges are among 12 projects honored by AIA's Small Project Practitioners group.
Architects | Apr 26, 2019
Designing for the final frontier: Space architecture
Colonizing Mars is an exciting possibility in the not-too-distant future, and architects will play a vital role in making it a reality, despite the plethora of challenges that need to be overcome.
Architects | Apr 12, 2019
Bipartisan 'Invest in America Act' gains industry support
The bill would attract as much as $125 billion investment for buildings, infrastructure.
Office Buildings | Apr 8, 2019
Itās time for office amenities to get to work
Amenities with the greatest impact on effectiveness and experience are those that directly support the work needs of individual employees and their teams.Ā
Industry Research | Apr 8, 2019
New research finds benefits to hiring architectural services based on qualifications
Government agencies gain by evaluating beyond price, according to a new Dodge survey of government officials.Ā
Architects | Mar 17, 2019
HMC Architects sets up a ādesign labā to explore new ideas
The goal is for project team members to collaborate earlier to inspire innovation.
Architects | Mar 12, 2019
Thrown a curve: Fitting a restaurant into spherical dome was the design challenge for Willmottās Ghost
The Seattle eatery nests inside the conservatories on Amazonās massive campus.
Building Technology | Mar 8, 2019
What is your firm's innovation 'hit rate'?
As firms begin to adopt the practices and mindset of Silicon Valley tech and advanced manufacturing, itās fair to ask: Are all of these innovation projects and initiatives working?
Architects | Mar 7, 2019
HED, Integrated Design Group to merge firms
ID has a strong reputation for data center design with locations in Boston in Dallas.